Time for Change
The global sneaker industry is dominated by a handful of giant brands. Domination of retail margins, marketing strategy and production techniques is paramount. Money is spent on marketing, pouring value into sports-derived products. Production is done as cheaply as possible in Asia. At its core this model has existed for decades. It’s time for change in the sneaker industry.
‘Trade, not Aid’ in action
Introducing the new way of walking: !SYOU. Unique sneakers produced in collaboration with DAC-listed nations*. Co-designed with local creative talent and designers around the world, produced by local manufacturers with locally sourced materials, and sold at a fair price and at fair margins all across the world. And the best bit? Everyone involved receives a fair share of the proceeds from each sale. From local producers to local creative talent to local communities. This is ‘Trade, not Aid’ in action.
By producing a sneaker in DAC-listedcountries and marketing to consumers in developed markets we meet two distinct needs: Firstly, our desire to help drive positive economic change in local communities through two-way trade, not aid. As such we also hope to contribute to the positive image of the country. Secondly, our consumers’ desire for more sustainable products that do not sacrifice fashion-forward design or quality.
Co-Design is a simple ‘fair-trade’ philosophy, which builds creative and commercial partnerships in every nation we work with. Design talent and local material producers collaborate with the !SYOU team to produce each new sneaker. Co-Design is unique to !SYOU and it’s why we get up in the morning.
It’s a totally fresh approach to sneaker design. A global viewpoint that sets us part from the every other two-footed brand on the racks. And it gives us the chance to do our thing in a good and honest way. Walk with us!
* The DAC List of ODA Recipients shows allcountriesandterritorieseligibletoreceive official development assistance.